Selling of your user data, transactional info, and advertising. Pretty much the same as what we have seen for the past decade
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ShapeShift doesn’t sell user or transaction data, and has no advertising.
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Can't speak for ShapeShift but this is how most "0 fee" brokers work: The fee is built in to the price you're quoted. Notice the $15 gap between the broker's buy/sell price (right) vs the $0.10 gap on a real exchange order book (left). Broker can mark up/down exchange price.
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Depends on how you define "commission" but it seems to be accepted at the major US stock brokers, at least. If I buy a hat for $5 and sell it to you for $7, should I say the fee is $2, or can I say it's $0 fee and it's not your concern what my margins are?
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"a purchaser has a right to believe that the merchant will not directly and immediately recover, in whole or in part, the cost of the free merchandise or service by marking up the price of the article which must be purchased"
lawpublish.com/ftc-free.html
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Re: the use of "Free" in this marketing campaign. Is #crypto trading really free with this company? Likely not.
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We're revolutionizing #crypto trading by making it free. Read the announcement from #ShapeShift Founder & CEO @ErikVoorhees. 
medium.com/shapeshift-sto
medium.com/shapeshift-sto2
It's free in the same way that buying a pack of gum is free. You just pay for the asset at whatever price 7-11 or whoever charges. Don't like the price, go to Costco.